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Top1. Introduction
Trade globalization is not only developing at a rapid pace, but also has a very high degree of depth. Consumers are no longer confined to domestic products when choosing products, and some high-quality overseas products have also entered the public's vision (Liu et al., 2019). Earlier, the channels for consumers who were involved in Haitao to obtain overseas products were limited to traditional transfer companies, human backpackers, and purchasing methods, but poor logistics experience, frequent half-month receiving cycles, and high Logistics costs are prohibitive for many people.
With the increasing share of CBEC in e-commerce year by year, e-commerce platforms are springing up (Lu & Wang, 2016; Wang, 2017). However, due to the relatively new rise of CBEC platforms, the perspective of foreign scholars often falls on the enterprise level (Humair et al., 2016; Wang et al., 2017). However, the development of domestic CBEC is relatively new. Tmall global, Shunfeng optimization, Jumei premium products, tiantianguoyuan and other enterprises officially carry out CBEC business for a short time. Scholars mostly analyze and comb from macro policies, and lack of research on CBEC platforms from the perspective of consumers (Agrawal & Fox, 2016; Wang et al., 2018). In addition, the development of CBEC platforms has been challenged due to the restrictions in various aspects such as the early stage of industry development and backward Internet management means (Alsaad et al., 2018; Kang et al., 2016). How to make CBEC platform start from itself, find better marketing measures and improve the marketing efficiency of the platform needs to be solved (Aljukhadar & Senecal, 2016; Kim, 2017).
Jia used the geophysical and personal mobile phone data of 157358 victims of the Ya'an earthquake in 2013 to diagnose the impact of the disaster and investigate the actual risk change behavior. Higher seismic intensity does not limit human activities, but leads to the increasing use of communication applications, functional applications (and feature applications). Combining the mobile data with the field survey (n = 2000) completed one week after the earthquake, the instrumental variable analysis shows that only the increase of happy behavior can reduce the perceived risk. Therefore, hedonic behavior may become a strategy for coping with and recovering population size, which is often ignored in risk management and policy considerations (Jia et al., 2017; Slovic, 2016). The risk of personal privacy disclosure will prevent consumers from using lbs, but little attention is focused on how to reduce the perceived privacy risk of using lbs. Wang's research focuses on the impact of consumer quality perception on LBS trust, thus affecting perceived privacy risks and the intention of using lbs continuously. Through the market survey website, 1399 valid questionnaires were collected.Structural equation model analysis is applied to the data. Structural equation model analysis is applied to data.(José, 2017; Wang & Lin, 2016). Using panel data from 2007-2009 consumer finance survey, Schooley studied the changes of people's perceived and realized risk tolerance after the financial crisis (Ji & Guo, 2015). Households with lower risk tolerance are more likely to reduce their portfolio risk, and vice versa. In addition, households with reduced wealth are more likely to experience lower risk tolerance, and vice versa(Mittendorf, 2017; Schooley & Worden, 2016).
After reading a lot of relevant literature in this article, it is found that most of the domestic and foreign research on consumers' online shopping willingness is qualitative research. Conclusion There will be some enrichment of related theoretical research in the field of e-commerce, and the study of consumer willingness in consumer behavior also adds some research perspectives.